Understanding Youth
Last week, I attended Strategy Magazine’s annual “Understanding Youth” conference. Not only did I get to meet my idol, Alan Cross, I also had an opportunity to hear what some of the experts had to say about youth and youth culture.
“Youth” as marketers refer to it has many different names – Gen Y, Gen M, Millennials, Echo Boomers etc. People always ask me why I stay on top of this generation even if I'm the stereotypical epitome of Generation X. Marketing is a part of culture and culture is a part of marketing. The “Youth” is the generation influencing the generations before and after them.
The theme of the Understanding Youth Conference focused on 5 Pillars of Youth Culture. They were:
1. Entertainment
The big networks like ABC, NBC etc. are redefining themselves. They recognize that their consumers are living online so they are now bringing their programming directly to them. We as individuals are also our own networks. We can share our personal content through social networking, blogs etc. for the world to see.
2. Fashion
Green is the new black. Fashion now has a conscience. For example, in the UK you can buy a recycled shopping bag for 5 pounds that says “I’m not a plastic bag”. It is now available on e-bay for $300 US.
Fashion is now a right. Retailers like H&M make designer fashion affordable and attainable by everyone.
3. Technology
Anything can be mashed up. Mash ups are only for music. For example, Apple’s 1984 commercial was mashed up with a Hilary Clinton debate. Once you post your content online, anyone can do anything to it whenever and however they want.
4. Sports
Sports are not just about exercise and getting in shape. It’s also about fashion. Fashion designers are partnering with sports companies to create fashion sports lines i.e. Stella McCartney with Adidas.
5. Music
Gone are the days of the punks, the rockers and the preps (or as my generation calls them, the Duranies). The music genre lines are blurred. There is no one musical genre leading the way. If you go through the iPod of a “Youth” you will see an eclectic mix of music as well as some mash ups.
I firmly believe that marketers should stay on top of what is going on with Generation Y. Afterall, as cheesy as it sounds, they are our future and they are leading the way.
